Problem Statement
College Students need a safe place to buy and trade clothing. They often cannot afford to buy the clothes they want so they need other alternatives to stay up to date with fashion trends. There also is not one place that students can learn about sales and trends.
Audience
Millennials, specifically college students ages 19-22
Personas
Jamie, 22, college senior, studies fashion Janet, 19, college sophomore, major undecided
Scenerios
1. Jamie is looking for a place to create an account in order to save DIY’s to fix up old clothes and possibly make a little money to put towards new clothes. 2. Janet has a clothes full of clothes she considers out of fashion. She is looking to make trades in order to revamp her closet.
Scenario 1
Scenario 2
Research Map PROBLEM STATEMENT
College Students need a safe place to trade and buy clothing.They often cannot afford to buy the clothes they want so they need other alternatives to stay up to date with fashion trands.There also is not one place that students can learn about sales and trends.
52% of millennials cited social sites among places where they gathered information about “new products or brands that interest you.” 75% of millennials cited friends & family among places where they gathered information about “new products or brands that interest you.” 41% of millennials cited paid advertising among places where they gathered information about “new products or brands that interest you.” 73% of millennials are willing to try a new, unfamiliar product if it supports a cause 62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer They review blogs before making a purchase. 33% of millennials rely mostly on blogs before they make a purchase, compared to fewer than 3% for TV news, magazines and books. Older generations rely more on traditional media, whereas millennials look to social media for an authentic look at what’s going on in the world, especially content written by their peers whom they trust.
NEEDS College students stay away from quality clotes due to price. There is not a safe network and place for students to trade. Access to stores can be an issue, students often don’t have the time to go to several different stores.
LIMITATIONS
College students stay away from quality clotes due to price. There is not a safe network and place for students to trade. Access to stores can be an issue, students often don’t have the time to go to several different stores.
They aren’t influenced at all by advertising. Only 1% of millennials surveyed said that a compelling advertisement would make them trust a brand more. Millennials believe that advertising is all spin and not authentic. That’s why they use Tivo to skip commercials regularly and avoid banner advertisements on Facebook and various news websites.
Close to half of millennial females shop for apparel more than twice a month, versus 36% of older females. Millennial males enjoy shopping, too, spending twice as much on garb per year as non-millennial males. 52% of millennials were more likely to make impulse purchases than any other generation.
DESIRES/GOALS
Millennials, ages 18-34, were more likely to share their location to receive coupons from nearby businesses: 56%, vs. 42% of those 35 and over. 25% also said that they would give away personal information to get more relevant advertising, compared with 19% of the 35 and over group.
Give college students access to to a safe store based environment that supports local trading/selling. This would be linked to a netwrk, accessable through your computer or phone. This would hopefully give students the ability to make a little extra money to go towards new clothes.
45% of millennials spend more than an hour a day looking at retail-oriented websites
PERSONAS
Jamie: 22, college senior. Trendy and fashion oriented. Looking for ways to make extra cash to spend on clothing Janet: 19, college sophmore, loves fashion. Looking to trade most of her closet in order to update her wardrobe.
The purchasing power of millennials is estimated to be $170 billion per year. Millennial parents buy significantly more based on price than they do on quality. Before being parents, millennial buying decisions were 57% on quality, with children it drops to 50%. 64% of millennials feel that companies should offer more ways to share their opinions online. Women and men ages 18 to 34 are more likely than 35 to 64 year olds to engage in nearly every online shopping activity, with 40% of males and 33% of females in the younger age group saying they would buy everything online if they could. They are using multiple tech devices. 87% of millennials use between two and three tech devices at least once on a daily basis. 39% are either very or completely likely to purchase a tablet computer in the next five years, while 30% are for wearable devices. Millenials want to engage with brands on social networks. 62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer. 55% of millennials use their smartphone to discover brands via digital media on the app store
TOOLS
Store, App and online website.
Desires/Goals
Give college students access to a safe store based environment that support local trading/selling. This would be linked to a network accessible through your computer or phone. This would hopefully give college students the ability to make a little extra money to go towards new clothes. Also access to DIY’s that could help them save old clothes and save a little cash.